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Heart of Starbucks
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| 1. On average, how often do you go to a Starbucks? | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Hourly | 0.0% | 0 | |
| Daily |  | 12.3% | 49 |
| Weekly | | 30.5% | 122 |
| Monthly | | 23.3% | 93 |
| Annually | | 1.8% | 7 |
| Sporadically | | 28.8% | 115 |
| Never | | 3.5% | 14 |
 Other comments: | 67 | ||
| answered question | 400 | ||
| skipped question | 2 | ||
| 2. In general, how do you feel about Starbucks today? | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Love it | | 10.3% | 41 |
| Like it | | 42.3% | 168 |
| Neutral about it | | 39.0% | 155 |
| Hate it | | 6.5% | 26 |
| Don't know | | 1.8% | 7 |
| Other comments: | 74 | ||
| answered question | 397 | ||
| skipped question | 5 | ||
| 3. In general, how did you feel about Starbucks five years ago? | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Loved it | | 32.6% | 130 |
| Liked it | | 38.1% | 152 |
| Neutral about it | | 22.8% | 91 |
| Hated it | | 5.3% | 21 |
| Don't know | | 1.3% | 5 |
| Other comments: | 39 | ||
| answered question | 399 | ||
| skipped question | 3 | ||
| 4. What do you like BEST about the Starbucks experience? (pick all that apply) | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| The coffee | | 43.1% | 171 |
| Specialty drinks | | 37.5% | 149 |
| Prepared foods (sandwiches, salads, etc.) | | 6.8% | 27 |
| Pastries | | 8.6% | 34 |
| Customer Service | | 26.7% | 106 |
| Ambiance | | 36.5% | 145 |
| Sense of community/camaraderie | | 16.1% | 64 |
| Convenience | | 39.5% | 157 |
| Price/Value | | 0.8% | 3 |
| Image/aesthetics | | 23.9% | 95 |
| Absolutely nothing | | 6.8% | 27 |
| Other comments: | 78 | ||
| answered question | 397 | ||
| skipped question | 5 | ||
| 5. What do you like LEAST about the Starbucks experience? (pick all that apply) | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| The coffee | | 18.2% | 70 |
| Specialty drinks | | 9.9% | 38 |
| Prepared foods (sandwiches, salads, etc) | | 22.4% | 86 |
| Pastries | | 14.3% | 55 |
| Customer Service | | 10.9% | 42 |
| Ambiance | | 9.4% | 36 |
| Sense of community/camaraderie | | 8.3% | 32 |
| Convenience | | 3.6% | 14 |
| Price/Value | | 62.2% | 239 |
| The image/aesthetics | | 8.1% | 31 |
| Absolutely nothing | | 7.0% | 27 |
| Other comments: | 70 | ||
| answered question | 384 | ||
| skipped question | 18 | ||
| 6. How many Starbucks are there in your neighborhood? | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| One | | 25.8% | 93 |
| Two | | 30.0% | 108 |
| Three | | 25.0% | 90 |
| Four | | 11.4% | 41 |
| Five | | 7.8% | 28 |
| Other: | 61 | ||
| answered question | 360 | ||
| skipped question | 42 | ||
| 7. Is the number of Starbucks in your neighborhood: | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Too many | | 23.4% | 92 |
| Too few | | 8.7% | 34 |
| About right | | 62.1% | 244 |
| Don't know | | 5.9% | 23 |
| Other comments: | 42 | ||
| answered question | 393 | ||
| skipped question | 9 | ||
| 8. Would you be upset if Starbucks closed a store in your neighborhood? | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Yes | | 26.9% | 105 |
| No | | 55.5% | 217 |
| Maybe a little | | 17.6% | 69 |
| Why or why not? | 109 | ||
| answered question | 391 | ||
| skipped question | 11 | ||
| 9. What's your favorite Starbucks alternative? | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Dunkin Donuts | | 15.2% | 57 |
| Tim Hortons | | 1.6% | 6 |
| Krispy Kreme | | 1.1% | 4 |
| McDonald's | | 4.8% | 18 |
| Burger King | | 0.3% | 1 |
| Wendy's | 0.0% | 0 | |
| Intelligentsia | | 1.9% | 7 |
| Local coffee shop | | 34.4% | 129 |
| Local/regional coffee chain | | 18.9% | 71 |
| Homemade | | 21.6% | 81 |
| Other: | 84 | ||
| answered question | 375 | ||
| skipped question | 27 | ||
| 10. Where did Starbucks lose its relevance for you (if at all)? | ||
|---|---|---|
| Response Count | ||
| 288 | |
| answered question | 288 | |
| skipped question | 114 | |
| 11. What should Starbucks do to reassert its relevance (if anything)? | ||
|---|---|---|
| Response Count | ||
| 289 | |
| answered question | 289 | |
| skipped question | 113 | |
| 12. Type of company: | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Agency | | 15.1% | 57 |
| Manufacturer | | 15.9% | 60 |
| Service Industry | | 7.2% | 27 |
| Consulting Firm | | 22.0% | 83 |
| Marketing Services | | 14.9% | 56 |
| Media | | 5.0% | 19 |
| Academia | | 1.3% | 5 |
| Not-For-Profit | | 2.4% | 9 |
| Retail | | 8.2% | 31 |
| Other (please specify) | | 8.0% | 30 |
| answered question | 377 | ||
| skipped question | 25 | ||
| 13. If Manufacturer or Service industry, which Industry: | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Apparel | | 1.7% | 3 |
| Automotive | | 2.3% | 4 |
| Computer/Software | | 5.8% | 10 |
| Consumer Electronics | | 1.7% | 3 |
| Financial Services | | 6.4% | 11 |
| Healthcare/Pharmaceutical | | 5.8% | 10 |
| Media/Entertainment | | 9.9% | 17 |
| Packaged Goods | | 25.0% | 43 |
| Restaurant | | 3.5% | 6 |
| Retail | | 5.8% | 10 |
| Telecomm | | 2.9% | 5 |
| Travel & Leisure | | 3.5% | 6 |
| Other (please specify) | | 25.6% | 44 |
| answered question | 172 | ||
| skipped question | 230 | ||
| 14. Size of Company: | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Less Than $500MM | | 62.0% | 219 |
| $501MM - $999MM | | 9.1% | 32 |
| $1B - $2B | | 6.2% | 22 |
| $2B-$5B | | 4.0% | 14 |
| $5B- $10B | | 5.1% | 18 |
| $10B+ | | 13.6% | 48 |
| answered question | 353 | ||
| skipped question | 49 | ||
| 15. Your Title: | ||
|---|---|---|
| Response Count | ||
| 326 | |
| answered question | 326 | |
| skipped question | 76 | |
| 16. Number of years in marketing: | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| More than 15 | | 50.4% | 186 |
| Ten to 15 | | 19.5% | 72 |
| Five to 10 | | 17.6% | 65 |
| Fewer than 5 | | 12.5% | 46 |
| answered question | 369 | ||
| skipped question | 33 | ||